There is a general consensus that augmented reality (AR), once it becomes a mainstream medium, can disrupt marketing and management in many ways. One frequently discussed – but mostly unanswered – question is whether AR will render existing physical products and services obsolete or not. Based on a holistic deliberation of AR Marketing and four studies with more than 2,000 respondents, this article investigates consumer acceptance of holographic AR substitutes for real products. The findings show fairly high acceptance rates for some product categories (e.g., Post-it notes, manuals, navigation technology) and low ones for others (e.g., pets, memorabilia). This study also identifies certain product and consumer characteristics (e.g., utilitarian benefits, not visible to others, digitalized products, familiarity with AR) as drivers of substitution. Finally, this paper presents multiple marketing implications, such as the disruptive potential of AR, the possibility of “copying and pasting” the real world including the threat of virtual counterfeits, the role of offline ad blockers, and four generic response strategies for companies.

人们普遍认为，增强现实（AR）一旦成为主流媒体，就会以多种方式破坏营销和管理。一个经常讨论但几乎没有答案的问题是，AR是否会使现有的物理产品和服务过时。基于对AR营销的全面审议以及对2,000多个受访者的四项研究，本文调查了消费者对全息AR替代真实产品的接受程度。调查结果表明，某些产品类别（例如，便笺，手册，导航技术）的接受率很高，而其他类别（例如，宠物，纪念品）的接受率则很低。这项研究还确定了某些产品和消费者特征（例如，功利性收益，他人看不到的，数字化产品，对AR的熟悉程度）是替代的驱动力。